A free-range egg farmer says consumers are continually being duped with egg labelling at the supermarket shelf.

The past 12 months have seen the country's major supermarkets increasingly stock free-range eggs, but Victorian farmer Phil Westwood says it's only led to a greater saturation of incorrectly labelled cartons.

"Most of the eggs in the supermarkets that are labelled free-range are intensively produced and would at best be called barn-laid."

Mr Westwood, who runs 1,200 free-range hens over 70 hectares in Grantville near Phillip Island in the state's south-west, says some producers are taking advantage of a lack of defined industry standards.